Hearst Television Rolls Out Anvato's Digital Ad Insertion Technology for Live Streaming
Press Release, News
Anvato, the integrated TV Everywhere platform provider for broadcasters, today announced that Hearst Television has deployed new digital ad insertion (DAI) technology for live streaming at more than 20 of its TV stations. Unveiled in March, Anvato's unique server-side technology enables broadcasters to use the same live linear adaptive bitrate (ABR) streams on every screen, while allowing them to insert unique, user-targeted ads via their existing digital ad server.
According to Mike Rosellini, VP of Digital Operations at Hearst Television, a key requirement for Hearst was support for broadcast-style advertising pods that include a mix of local and national spots; it was Anvato's end-to-end, web-based platform that truly set its technology apart. “We wanted one integrated solution to deal with newscast video capture, proxy clipping, live streaming and ad pods. While there are a number of vendors that do bits and pieces, Anvato is special in that they solve a number of problems with one unified package,” Rosellini explained.
Hearst Television was also attracted to Anvato's unique software-as-a-service (SaaS) business model, which requires no capital outlay. “We didn't want to buy encoders or make a huge hardware investment. Anvato simply gave us the flexibility that other encoding solutions couldn't offer,” Rosellini added.
Leveraging Anvato's VAST-compliant server-side integration with DoubleClick for Publishers (DFP) by Google, Hearst Television, along with its digital ad operations partner Internet Broadcasting, is now automatically replacing original ads throughout the stream with ads specific to each local market.
“Hearst Television is the perfect broadcaster to launch Anvato's new ad stitching technology,” said Alper Turgut, CEO of Anvato. “For quite some time, they have been recognized as a broadcast leader in the use of innovative digital media technology, especially in the local markets. We are honored to have our innovative technology added to Hearst's growing list of industry-firsts.”